Seth Goldman on Brewing Successful Food Brands with Trust, Transparency, and Fun

Over the last three decades in the natural foods business, Seth Goldman has launched category-defining brands, navigated major acquisitions, scaled mission-driven supply chains, and brewed a whole lot of tea. In this “The Experts” episode, Chuck sits down with the founder of Honest Tea, PLNT Burger, Eat the Change, and Just Ice Tea to discuss what it takes to build a values-driven company in a crowded, ever-evolving food landscape. From label confusion to regenerative agriculture, navigating evolving food trends, simplifying product messaging, staying resilient through market shifts, and determining the right exit strategy, Seth unpacks the challenges and opportunities for brands that aim to both do good and taste great. Whether you're building a brand, a team, or a category, this episode is full of practical wisdom and entrepreneurial fuel.

Key Topics:

1. Start Small, Then Break It Down: Seth started Honest Tea without any experience in the beverage industry. What made it possible, he says, was breaking it into simple steps. Sometimes just doing the next thing can be more powerful than a grand plan.
2. Trust Is Your Brand’s Most Valuable Currency: Seth believes that food brands have the most intimate relationship with consumers—people literally put your product in their bodies. That’s why trust, earned through transparency and third-party validation, is at the center of every brand he builds.
3. Mission Is Important, But So Is Fun: Mission is central to Seth’s work, but he also emphasizes that not everything has to be heavy. Whether it’s a video of him leaping over a Target store or playful packaging, bringing in levity helps create a more approachable brand.
4. The Supply Chain Is Part of the Brand Story: Seth spends time in tea farms, not just to check boxes but to build real relationships and understand the human impact. He shares how a computer center in India or a worm farm in Mozambique becomes part of the story—even if it’s not printed on the label.
5. Exits Are Choices: Seth stayed involved with Honest Tea for 11 years after the Coca-Cola acquisition. He reminds founders to ask themselves what success really looks like and to be careful about selling if they’re already doing what they love.

This content is for informational purposes only, should not be taken as legal, business, tax or investment advice, or be used to evaluate any investment or security, and is not directed at any investor or potential investor in any investment vehicle sponsored by S2G. Investing involves risk, including the risk of loss. Specific companies mentioned in this podcast are for educational purposes and should not be construed as an endorsement of any kind. S2G holds positions in the companies referenced, but this podcast is for information purposes only and is not intended to promote any such company. All views of the guests on this podcast are solely their opinions and do not reflect the opinions of S2G. Any past performance discussed is not indicative of future results. Chuck Templeton is a Managing Partner at S2G Investments. All Chuck's views, and the views of the guests on this podcast, are solely their opinions and do not necessarily reflect the opinions of S2G. The views expressed herein are opinions based on certain assumptions and subject to change.

For more important information, please see s2ginvestments.com/disclosures.